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Legends League Cricket (LLC) Secures A Raft Of Sponsorships
Legends League Cricket (LLC), which features yesteryear stars, has sealed a fresh sponsorship deal with Radio City India, an Indian private FM station.
Following the deal, India’s first private FM radio station—established in July 2001— has become the league’s official radio partner for the current edition of the tournament, which began on November 18. This is a follow-up from a similar partnership for the LLC Masters 2023, which took place in Qatar earlier this year.
Before this deal, the tournament also added Indian Railways and Mera Hoardings to its sponsorship coffers.
The elite T20 league includes a roster of over 200 players, with games held in Ranchi, Jammu, Dehradun, Visakhapatnam, and Surat. Last season, India Capitals claimed the title by overcoming Bhilwara Kings in the final at Jaipur’s Sawai Mansingh Stadium by 104 runs.
The tournament has also added two new franchises in Urbanrisers Hyderabad and Southern Super Stars to offer stiffer competition and drum up fan interest. The current season of LLC is scheduled to end on December 9.
According to ASN data, , cricket is the biggest contributor (84.6%, US$1.52 billion) to the Indian sponsorship market since Q121. Despite seeing investment of almost US$94.1m in Q323, which was lower than the quarterly average of almost US$129.6m, cricket has been primed for a more active Q423 with the run-up of the ICC World Cup and Diwali festive season kickstarting it earlier this month.
